Report: Number of Lead Calls from Mobile Ad Campaigns on the Rise

A recent report from DialogTech has found that consumer calls from mobile ads have increased 34 percent in the past six months. Additionally, the report shows that if you aren’t using call tracking, your cost per lead or ROI on your ad campaigns could be grossly higher than what they should be.

As you can see from the graphic below, when phone calls aren’t taken into account, it almost doubles your average cost-per-lead metric.

call attribution

Calls Driven to Businesses Continue to Increase

The click-to-call feature in mobile ads makes calling businesses a simple process, leading to an increase year-after-year. The report states that research firm BIA/Kelsey found that there were almost 76 billion calls to businesses from smartphones in 2014, and that number is expected to exceed 93 billion in 2015 (an increase of almost 20 percent):

calls driven to businesses from smartphones

Additionally, the sources of mobile calls to businesses were also analyzed more heavily in the report. As the below graph shows, almost 52 percent of mobile calls to businesses come from paid and organic search, and more than 16 percent are from display ads. Landing pages make up almost 30 percent and social media rounds it out at 2.5 percent.

mobile calls from marketing source

Other Interesting Mobile Facts

The DialogTech report also found that social media is highly tied to mobile use:

  • More than 50 percent of searches are now on mobile, making it the majority
  • Almost 80 percent of Facebook users are mobile only
  • 90 percent of Twitter ad spend is on mobile
  • 40 percent of ALL online e-commerce sales are from mobile
  • Two thirds of all emails are opened on mobile
  • About half of all YouTube video views are on mobile

In-Post images are screenshots of report. Featured image via Pixabay

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